39 LaMercatique “Brand community” and
“fans” are words used by Facebook to sound attractive and to make things clearer than they actually are. Any marketer loves the idea of having a community made of fans but, as it is often the case, reality is a little bit different... LET’S BE CLEAR ABOUT IT

41 LaMercatique Most marketers can’t
even identify the initial values of the brand they are working for. How do you expect to build a community around you, when you don’t even know who you really are? But most brands simply can’t build a community around themselves anyway… REALITY IS...

81 LaMercatique YOU HAVE TO
DEFINE CLEAR K.P.I. AND BUSINESS OBJECTIVES CUSTOMER ACQUISITION CUSTOMER SERVICE BRAND AWARENESS NEW PRODUCT DEVELOMENT Source: Mark Schaefer – Social Media engagement is not a strategy

89 LaMercatique A great example
is the launch of the Ford EcoSport, which was promoted as a piece of technology to people who had identified themselves on Facebook as genuine technophiles. The conversion rate was enormous, with vehicles selling out across 11 countries. By focusing on relevance and unlocking its creative potential, Ford was able to match a story with an opportunity, driving business success for the brand. TARGET AT BEST

93 A SMALL % THAT
CHANGES EVERYTHING A group in the U.S. found out that out of their 250 000 mentions/month, only 0,3% were directly actionnable. That is a very small percentage but it means 750 directly actionnable items every month. Taking them into consideration could change their entire business. Lamercatique

104 LaMercatique TECHNOLOGY IS NEVER
A STRATEGY A GOOD STRATEGY IS NOT ABOUT BEING ON THE LATEST OR TRENDIEST SOCIAL NETWORK BUT THINKING ABOUT THE REASON WHY YOU ARE THERE AND WHAT VALUE IT BRINGS TO THE CONSUMERS. REPEATING THE SAME MESSAGE EVERYWHERE IS USELESS AND PAINFUL FOR THE USERS.

106 LaMercatique RESPONSIVE DESIGN IS
NOT ONLY “FITTING IN A SMALLER SCREEN” YES, YOUR CONTENT SHOULD BE AVAILABLE ON MOBILE AND THEREFORE, YOUR WEBSITE SHOULD, AT LEAST, BE MOBILE APPLIANT. HOWEVER, THE MOST IMPORTANT THING IS TO CONSIDER THE CONTEXT OF THE CONSUMER: WHAT WOULD YOU EXPECT WHEN YOU GO ON A BRAND WEBSITE WHILE ON THE STREET?

107 LaMercatique WHAT WOULD YOUR
CONTENT LOOK LIKE ON A WATCH? When offering content, you should think about the context also… depending on the device, the content might need to be different...

108 LaMercatique SOCIAL + MOBILE
ALL THE NEW TRENDING SOCIAL TOOLS ARE MOBILE: WHATSAPP, VINE, INSTAGRAM, SNAPCHAT, LINE... ON THOSE NETWORKS A BRAND’S VOICE IS HARDLY UNLESS IT PROVIDES A SERVICE...

109 LaMercatique MERCEDES OFFERS A
CONCIERGE TO ITS BEST CUSTOMERS TODAY IT IS ONLY ACCESSIBLE THROUGH MOBILE DEVICES BUT SOON IT WILL NEED TO BE ACCESSIBLE ON WHATSAPP, VIBER OR WE CHAT...

118 LaMercatique #1 SOCIAL WEB
IS NOT FOR FREE #2 WEB IS SOCIAL: YOU HAVE NO CHOICE #3 RULES OF THE GAME HAVEN’T CHANGED BUT HAVE EVOLVED #4 DON’T ACT AS IF YOU HAD A COMMUNITY OR FANS #5 INTEGRATE VERTICAL COMMUNITIES #6 SOCIAL WEB IS A GREAT SOURCE OF KNOWLEDGE #7 THE KILLER APP: BUILD HUMAN RELATIONS